Due to recent changes from Google, we are currently working on updating this article. For the latest information please see our blog post; https://www.feefo.com/en-gb/business/resources/blog/googles-rich-snippet-update-what-does-it-all-mean


In order to qualify for organic stars, stand out in Google Search Engine Results Pages (SERPs), and increase your Click-through Rate (CTR), it’s important to add schema markup to your website. 

What schema do I need?

The type of reviews that you collect with Feefo will affect which pages you can add schema markup to, and the type of schema you can use. 

If you only collect a service reviews with us, you will be able to use organisation schema. This means your ‘about us’ page or, a dedicated reviews page, can become eligible for organic stars. 

Your ‘contact us’ page and branches pages can also become eligible for stars using Local Business schema. 

If you collect both service and product reviews with us, you will be able to use both organisation schema and product schema. This means that your individual product pages will be eligible to display organic stars, as well as your ‘about us’ page or dedicated reviews page.

Google does not display organic stars against homepages.

Where can I find the schema markup I need?

Below are templates to help your site become eligible for organic stars. This should be added into the head tag of your website. Remember to fill out your relevant business information in place of the placeholder text.

Alternatively, you can write your own code using the schema.org website.

Tip: Make sure you aren’t adding the code into a template file. This could cause the schema to duplicate across your site, which will incur a Google penalty.

Organization Schema

This should be added to your homepage, ‘about us’ page and dedicated reviews page (if you have one). Although Google doesn't display stars against homepages, we still recommend adding Organization schema to this page as it sends a trust signal to Google and could aid stars appearing against other pages where schema is implemented.

<script type="application/ld+json">
 { "@context": "http://schema.org",
 "@type": "Organization",
 "name": "Example Company",
 "url": "http://www.example.com",
 "logo": "http://example.com/image.png",
 "address": {
 "@type": "PostalAddress",
 "streetAddress": "1 Example Street",
 "addressLocality": "Example Town",
 "addressRegion": "Example Region",
 "postalCode": "EX12 345",
 "addressCountry": "United Kingdom"
 "contactPoint": {
 "@type": "ContactPoint",
 "contactType": "customer support",
 "telephone": "01234 567891",
 "email": "info@example.com"
 "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue" : "enter review score ",
    "ratingCount": "enter review count"

When you run your page through the testing tool you should see the following fields with no errors:

Product Schema

This should be added to each product page. Remember to change the ‘aggregate rating’ information to match those collected for each product.

Tip: Utilising Feefo’s full integration option will add product schema for you.

<script type="application/ld+json">{"@context":"http://schema.org","@type":
"ratingValue":"enter review score",
"reviewCount": "enter review count"},
"description":"Example Product",
"name":"Example Description",

When you run your page through the testing tool you should see the following fields with no errors:

Local Business Schema

Remember to change each branch address within the schema, if you’re using this on multiple branch pages.

<script type="application/ld+json"> { "@context" : "http://schema.org", 
"@type" : "LocalBusiness", 
"name" : "merchant name",
"image" : "link to logo", 
"telephone" : [ "enter phone number" ], 
"email" : [ "enter email address" ],
"address" : { "@type" : "PostalAddress", "streetAddress" : "first line of address", "addressLocality" : "enter city", "addressRegion" : "enter county", "postalCode" : "enter postcode" },
"priceRange": "enter price range",
"aggregateRating": {"@type": "AggregateRating",
"ratingValue": "enter rating value",
"bestRating": "5",
"ratingCount": "enter rating count" } } </script>

When you run your page through the testing tool you should see the following fields with no errors:

Tip: Adding Local Business schema to your website can also make you eligible for Feefo to display in your knowledge graph. Once your schema has passed the testing tool you will need to make sure your name, address and phone number on Google MyBusiness match the information you have provided to Feefo. Remember these are still not guaranteed, your site will simply be made eligible. 

How do I implement schema markup?

Step One:
Using our template code (or your own), fill out your relevant company and review information. You can find your review information on your company’s Feefo page. If you’d like to dynamically load your review information using our API, please contact technical@feefo.com for further assistance.

Step Two:
Paste your schema markup into the head tag of the correct page. Make sure you aren’t adding this to a template file, as this will duplicate the schema across the entire site. This is frowned upon by Google and could cause a penalty.

Step Three:
Run your page through Google’s Structured Data Testing Tool to check that your page passes. You should see no errors or warnings. If you do, repeat the previous steps, making sure all information is entered correctly into the template.

Step Four:
Using your Google Search Console account, select your website and navigate to ‘crawl > fetch as Google.’ Paste in the page you’ve added schema to, and click ‘fetch and render’.

Step Five:
Once the fetch is complete, you will see the option to ‘submit to index’. Select this, followed by ‘this URL only’.

Repeat this for each page you’re adding schema to. Make sure you read our guidelines before implementing any schema, as there are certain rules that need to be adhered to. Failure to do so could incur a penalty from Google, which will be detrimental to your website’s performance.

Schema guidelines

  • Always run your page through the testing tool after implementation. If you have errors and warnings, these could prevent your stars from displaying.
  • Make sure your organisation schema has not duplicated onto other pages of your site. This is against Google’s guidelines. You can check this by running your other site pages through the testing tool.
  • Only add your schema to the pages we have recommended. Failure to do so can cause a Google penalty.
  • Do not try to achieve organic stars on category pages. This is against Google’s guidelines.
  • Do not use your service rating within product schema. This is against Google’s guidelines.
  • Do not try to achieve organic stars across your whole site. This is against Google’s guidelines.

Important: Adding schema markup to your site does not guarantee organic stars will show. It will only make your site eligible; they are shown at Google’s discretion. Google also considers other ranking factors that could affect organic stars displaying. Depending on the size of your site, it can take Google up to six weeks to crawl your pages.

Useful Links

  • More information on Google’s schema guidelines can be found here
  • You can find out more about schema and the fields required here
  • Find out how to recover from a Spammy Structured Data Penalty here
  • Download our SEO whitepaper here